As technology becomes a part of the average person's DNA, hotel and restaurant operators alike now have the ability to reach out to a whole new generation of guests. By embracing the much used and loved technology of a hyperconnected subculture, operators hope to drive their traffic to a whole new level.

Sheraton Hotels in five U.S. cities debut the Microsoft Surface, a virtual concierge and entertainment experience. Guests can search for local restaurants and attractions, download music and view the Sheraton photo library.